{"id":2184,"date":"2021-08-15T10:59:41","date_gmt":"2021-08-15T08:59:41","guid":{"rendered":"https:\/\/www.cernovsky.cz\/?p=2184"},"modified":"2024-04-22T15:12:42","modified_gmt":"2024-04-22T13:12:42","slug":"marketingovy-mix-4p","status":"publish","type":"post","link":"https:\/\/www.cernovsky.cz\/en\/marketing\/marketingovy-mix-4p\/","title":{"rendered":"Marketingov\u00fd mix a 4P: co to je, jak ho spr\u00e1vn\u011b vyu\u017e\u00edt a jeho d\u016fle\u017eitost v reklam\u011b"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Marketingov\u00fd mix, pro n\u011bkter\u00e9 denn\u00ed chl\u00e9b jejich podnik\u00e1n\u00ed pro jin\u00e9 nezn\u00e1m\u00fd a nic ne\u0159\u00edkaj\u00edc\u00ed pojem. Poj\u010fme se spole\u010dn\u011b pod\u00edvat na celkovou problematiku marketingov\u00e9ho mixu a jak ho m\u016f\u017eete ve sv\u00e9m podnik\u00e1n\u00ed vyu\u017e\u00edt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co marketingov\u00fd mix vlastn\u011b znamen\u00e1?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Marketingov\u00fd mix je soubor taktick\u00fdch n\u00e1stroj\u016f \u2013 v\u00fdrobkov\u00e9, cenov\u00e9, distribu\u010dn\u00ed a komunika\u010dn\u00ed politiky, kter\u00e9 firm\u011b umo\u017e\u0148uj\u00ed upravit nab\u00eddku podle p\u0159\u00e1n\u00ed z\u00e1kazn\u00edk\u016f na c\u00edlov\u00e9m trhu. Tolik klasick\u00e1 definice z knihy Philipa Kotlera a Garyho Armstronga Marketing. Jinak \u0159e\u010deno, marketingov\u00fd mix <strong>zahrnuje v\u0161echny aktivity, kter\u00e9 firma vyv\u00edj\u00ed, aby vzbudila popt\u00e1vku po sv\u00fdch v\u00fdrobc\u00edch a slu\u017eb\u00e1ch<\/strong>. Aby z\u00e1kazn\u00edk nakupoval, je pot\u0159eba mu nab\u00eddnout <strong>spr\u00e1vn\u00fd produkt<\/strong> za <strong>spr\u00e1vnou cenu<\/strong> dostupn\u00fdm <strong>zp\u016fsobem<\/strong>. A je\u0161t\u011b ho informovat o tom, \u017ee <strong>produkt existuje<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1, jak vyprodat sklady d\u00edky Facebook, Instagram a Google Ads reklam\u011b s PNO pod 15 % (jako se to povedlo u na\u0161eho klienta), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-facebook-google-reklama\/\">p\u0159\u00edpadovou studii najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Takov\u00fd marketingov\u00fd mix tvo\u0159\u00ed v&nbsp;z\u00e1kladu 4P:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Produkt (<strong>Product<\/strong>) \u2013 u\u017eitek v\u00fdrobku, zna\u010dka, balen\u00ed, sortiment, kvalita, z\u00e1ruky, design, image v\u00fdrobce, dopl\u0148kov\u00e9 slu\u017eby.<\/li>\n\n\n\n<li>Cena (<strong>Price<\/strong>) \u2013 zahrnuje nejen samotnou cenu, ale tak\u00e9 n\u00e1klady, r\u016fzn\u00e9 velkoobchodn\u00ed \u010di maloobchodn\u00ed cen\u00edky, slevy, cenov\u00e9 akce, n\u00e1hrady, mo\u017enosti \u00fav\u011bru \u010di platebn\u00ed podm\u00ednky.<\/li>\n\n\n\n<li>Distribuce (<strong>Place<\/strong>) \u2013 sem pat\u0159\u00ed cel\u00e1 cesta produktu od v\u00fdrobce k z\u00e1kazn\u00edkovi, \u010dili prodejn\u00ed kan\u00e1ly, logistika, zp\u016fsoby dopravy, dostupnost, prost\u0159edn\u00edci a zprost\u0159edkovatel\u00e9 i samotn\u00e9 m\u00edsto prodeje, a\u0165 u\u017e se jedn\u00e1 o kamennou prodejnu, s\u00ed\u0165 obchodn\u00edch z\u00e1stupc\u016f nebo e-shop.<\/li>\n\n\n\n<li>Propagace (<strong>Promotion<\/strong>) \u2013 zast\u0159e\u0161uje v\u0161echny n\u00e1stroje, jejich\u017e c\u00edlem je d\u00e1t o produktu v\u011bd\u011bt, zaujmout, informovat z\u00e1kazn\u00edka nebo budovat image firmy a zna\u010dky. Reklama, Public Relations, podpora prodeje, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/obsahovy-marketing\/\">obsahov\u00fd marketing<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/influencer-marketing-navod\/\">influencer marketing<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/facebook-reklama-jak-na-ni\/\">reklamu na Facebooku a Instagramu<\/a>, <a href=\"https:\/\/www.cernovsky.cz\/marketing\/reklama-v-google-ads-reklama-na-facebooku\/\">reklamu v PPC<\/a>, prost\u011b obecn\u011b <a href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">internetov\u00fd marketing<\/a>, \u0161eptanda, offline reklamu, TV reklamu atd.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/08\/Cernovsky_marketingovy_mix_4p.png\" alt=\"Dvakr\u00e1t m\u011b\u0159 a jednou \u0159e\u017e je strategie, se kterou bych osobn\u011b p\u0159istupoval k uveden\u00ed na trh jak\u00e9hokoliv produktu a slu\u017eby. Dob\u0159e spo\u010d\u00edtan\u00fd a p\u0159ipraven\u00fd marketingov\u00fd mix je z m\u00e9ho pohledu polovina \u00fasp\u011bchu. Doporu\u010duji ho nepodce\u0148ovat, nastaven\u00ed va\u0161\u00ed strategie podle va\u0161ich pocit\u016f by v\u00e1s mohlo st\u00e1t a\u017e zbyte\u010dn\u011b moc financ\u00ed, in the end.\" class=\"wp-image-2186\"\/><figcaption class=\"wp-element-caption\">Marketingov\u00fd mix obsahuje 4P, kter\u00e9 je t\u0159eba spr\u00e1vn\u011b nastavit, aby mohla b\u00fdt firma \/ produkt \u00fasp\u011b\u0161n\u00fd<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Historick\u00e9 ok\u00e9nko<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Prvn\u00edm, kdo v marketingu hovo\u0159il o \u201emixu jednotliv\u00fdch ingredienc\u00ed\u201c, byl <strong>James Culliton<\/strong> na konci 40. let 20. stolet\u00ed. Se \u010dty\u0159mi slo\u017ekami marketingu pozd\u011bji pracoval Richard Clewett. Jednalo se o produkt (Product), cenu (Price), distribuci (Distribution) a propagaci (Promotion). U Clewetta studoval ji\u017e v\u00fd\u0161e zm\u00edn\u011bn\u00fd Jerry McCarthy. Ten uvedl, \u017ee by se slo\u017eky m\u011bly propojit a kombinovat. Nav\u00edc slovo distribuce nahradil slovem m\u00edsto (Place), a tak vznikl klasick\u00fd <strong>marketingov\u00fd mix 4P<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#cf2d2d61\"><em><strong>TIP<\/strong>: Pokud v\u00e1s zaj\u00edm\u00e1 jak dos\u00e1hnout PNO (pod\u00edl n\u00e1klad\u016f na obratu) pod 20 % d\u00edky v\u00fdkonnostn\u00ed TikTok reklam\u011b (5x n\u00e1vratnost investice do reklamy), <a href=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\" data-type=\"link\" data-id=\"https:\/\/www.cernovsky.cz\/case-studies\/pripadova-studie-tiktok-hello-coco\/\">p\u0159\u00edpadovou studii TikTok najdete tady<\/a>.<\/em><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">N\u011bkter\u00e9 prameny uv\u00e1d\u00ed, \u017ee autorem je Neil H. Borden, kter\u00fd v roce 1964 (n\u011bkter\u00e9 zdroje chybn\u011b uv\u00e1d\u011bj\u00ed, \u017ee se jednalo o rok 1965) publikoval \u010dl\u00e1nek <a href=\"http:\/\/www.guillaumenicaise.com\/wp-content\/uploads\/2013\/10\/Borden-1984_The-concept-of-marketing-mix.pdf\" target=\"_blank\" rel=\"noopener\">The Concept of the Marketing Mix<\/a>. Ten ale pou\u017e\u00edval v marketingov\u00e9m mixu \u010dtrn\u00e1ct r\u016fzn\u00fdch marketingov\u00fdch n\u00e1stroj\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketingov\u00fd mix n\u00e1sledn\u011b zpopularizoval Philip Kotler, kter\u00fd pracoval s McCarthym na stejn\u00e9 univerzit\u011b (<a href=\"https:\/\/www.northwestern.edu\/\" target=\"_blank\" rel=\"noopener\">Northwestern University<\/a>). Jak v\u0161ak Kotler zd\u016fraz\u0148uje, marketingov\u00e9mu mixu (4P) mus\u00ed v\u017edy p\u0159edch\u00e1zet <strong>strategick\u00e9 rozhodnut\u00ed t\u00fdkaj\u00edc\u00ed se segmentace<\/strong>, <strong>zac\u00edlen\u00ed<\/strong> a <strong>um\u00edst\u011bn\u00ed<\/strong>\/<strong>pozicov\u00e1n\u00ed<\/strong> (zn\u00e1m\u00e9 pod zkratkou STP). A tak vznikl marketingov\u00fd mix tak, jak ho aktu\u00e1ln\u011b zn\u00e1me.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/08\/Cernovsky_marketingovy_mix_James_Culliton.jpg\" alt=\"\" class=\"wp-image-2188\"\/><figcaption class=\"wp-element-caption\"><em>James Culliton (zdroj: <\/em><a href=\"https:\/\/rip.ie\/\" target=\"_blank\" rel=\"noopener\"><em>https:\/\/rip.ie\/<\/em><\/a><em> )<\/em><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Marketingov\u00fd mix v&nbsp;praxi<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159edstavte si marketingov\u00fd mix jako <strong>j\u00eddeln\u00ed st\u016fl<\/strong>. Stoln\u00ed deska je v\u00e1\u0161 obchodn\u00ed \u00fasp\u011bch. A \u010dty\u0159i nohy p\u0159edstavuj\u00ed \u010dty\u0159i P marketingov\u00e9ho mixu. St\u016fl, kter\u00fd dob\u0159e pln\u00ed svoji funkci, m\u00e1 v\u0161echny \u010dty\u0159i nohy na m\u00edst\u011b a <strong>p\u0159ibli\u017en\u011b stejn\u011b vysok\u00e9<\/strong>. Z \u010deho\u017e tak\u00e9 plynou dv\u011b nej\u010dast\u011bj\u0161\u00ed praktick\u00e1 vyu\u017eit\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00edm prvn\u00edm je <strong>pl\u00e1nov\u00e1n\u00ed<\/strong>. A\u0165 u\u017e chcete uv\u00e9st na trh nov\u00fd produkt \u010di slu\u017ebu, oslovit novou skupinu z\u00e1kazn\u00edk\u016f, zm\u011bnit j\u00e1dro sv\u00e9ho podnik\u00e1n\u00ed nebo \u201ejen\u201c sestavujete marketingov\u00fd pl\u00e1n na p\u0159\u00ed\u0161t\u00ed kalend\u00e1\u0159n\u00ed rok. <strong>4P v\u00e1m poskytnou strukturu<\/strong> a umo\u017en\u00ed v\u00e1m na nic nezapomenout.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kolonku \u201estrategie\u201c v marketingov\u00e9m pl\u00e1nu si m\u016f\u017eete rozd\u011blit na \u010dty\u0159i odd\u00edly. A zamyslet se:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Jak\u00e9 produkty a slu\u017eby<\/strong> v sou\u010dasn\u00e9 dob\u011b nab\u00edz\u00edte? <strong>Vyhovuj\u00ed aktu\u00e1ln\u00edm po\u017eadavk\u016fm z\u00e1kazn\u00edk\u016f<\/strong>? Nepot\u0159ebuj\u00ed n\u011bkter\u00e9 z nich redesign, \u00fapravu \u010di zm\u011bnu nastaven\u00ed? <strong>Funguj\u00ed dob\u0159e dohromady, nebo si sp\u00ed\u0161 p\u0159ek\u00e1\u017eej\u00ed<\/strong>? Pl\u00e1nujete se <strong>n\u011bkter\u00fdch zbavit<\/strong>, nebo <strong>uv\u00e9st na trh n\u011bco nov\u00e9ho<\/strong>? Na kter\u00e9 z nich se chcete v p\u0159\u00ed\u0161t\u00edch m\u011bs\u00edc\u00edch zvl\u00e1\u0161\u0165 soust\u0159edit?<\/li>\n\n\n\n<li><strong>Jste spokojeni s cenami<\/strong>, za kter\u00e9 prod\u00e1v\u00e1te? <strong>Odr\u00e1\u017eej\u00ed skute\u010dnou hodnotu<\/strong> va\u0161ich produkt\u016f a slu\u017eeb? Nen\u00ed na \u010dase <strong>zdra\u017eit<\/strong> nebo <strong>zm\u011bnit zp\u016fsob \u00fa\u010dtov\u00e1n\u00ed<\/strong>? Je cen\u00edk pro z\u00e1kazn\u00edky <strong>srozumiteln\u00fd<\/strong>? Ned\u00e1v\u00e1 smysl ceny <strong>sjednotit<\/strong> nebo naopak <strong>diferencovat<\/strong>? Jsou <strong>z\u00e1kazn\u00edci spokojeni <\/strong>s aktu\u00e1ln\u00edmi mo\u017enostmi placen\u00ed?<\/li>\n\n\n\n<li><strong>Dostanou se va\u0161e v\u00fdrobky v\u016fbec k z\u00e1kazn\u00edk\u016fm<\/strong>? Mohou si je pohodln\u011b koupit? Je pro n\u011b va\u0161e slu\u017eba dostupn\u00e1? D\u00e1vaj\u00ed va\u0161e <strong>otv\u00edrac\u00ed hodiny smysl<\/strong>? M\u00e1te dostatek odb\u011brn\u00fdch m\u00edst? Je v\u00e1\u0161 <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/kdyz-vytvarite-e-shop-jake-reseni-zvolit\/\"><strong>e-shop<\/strong> <strong>p\u0159ehledn\u00fd<\/strong><\/a>? Je va\u0161e <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/landing-page-tipy\/\">landing page spr\u00e1vn\u011b vytvo\u0159ena<\/a>?Nab\u00edz\u00edte takov\u00e9 <strong>druhy dopravy<\/strong>, kter\u00e9 z\u00e1kazn\u00edci skute\u010dn\u011b pou\u017e\u00edvaj\u00ed? (pozn. jak p\u0159ipravit <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/jak-pripravit-e-shop-na-vanoce\/\">v\u00e1\u0161 e-shop na V\u00e1no\u010dn\u00ed n\u00e1por jsem sepsal zde<\/a>)<\/li>\n\n\n\n<li>Kter\u00e9 <strong><a href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">n\u00e1stroje propagace<\/a><\/strong> maj\u00ed \u0161anci oslovit <strong>va\u0161eho c\u00edlov\u00e9ho z\u00e1kazn\u00edka<\/strong>? Kudy chod\u00ed? Co \u010dte? \u010cemu v\u011bnuje pozornost? A jak\u00e9 kan\u00e1ly (<a href=\"https:\/\/www.cernovsky.cz\/kategorie\/weby-e-shopy\/\">web<\/a>, Facebook, e-mail, Instagram atd) p\u0159irozen\u011b vyu\u017e\u00edv\u00e1?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/08\/Cernovsky_marketingovy_mix_4p_diagram.jpg\" alt=\"Nepodce\u0148ujte d\u016fle\u017eitost 4P a marketingov\u00e9ho mixu. Spr\u00e1vn\u011b nastaven\u00e1 cenov\u00e1 politika, v\u00fdrobn\u00ed politika, distribu\u010dn\u00ed politika a tak\u00e9 komunika\u010dn\u00ed politika je alfou a omegou spr\u00e1vn\u00e9ho uveden\u00ed produktu na trh.\" class=\"wp-image-2189\"\/><figcaption class=\"wp-element-caption\">Pokud jedno ze 4P nebude dostate\u010dn\u011b dob\u0159e promy\u0161len\u00e9 a zrealizovan\u00e9, pak takov\u00fd marketingov\u00fd mix bude nedostate\u010dn\u00fd a v konkurenci neobstoj\u00ed<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Druh\u00e9 vyu\u017eit\u00ed p\u0159ich\u00e1z\u00ed ke slovu, kdy\u017e je n\u011bco \u0161patn\u011b a v\u00fdrobek nebo slu\u017eba <strong>se dostate\u010dn\u011b neprod\u00e1v\u00e1<\/strong>. V\u011bt\u0161inu lid\u00ed v takov\u00e9m p\u0159\u00edpad\u011b napadne, \u017ee je to t\u00edm, \u017ee z\u00e1kazn\u00edci o v\u00fdrobku nev\u011bd\u00ed. <strong>A p\u0159idaj\u00ed na reklam\u011b<\/strong>. Jen\u017ee propagace, jak u\u017e v\u00edme, <strong>je jen \u010dtvrtinou marketingov\u00e9ho mixu<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9758\" class=\"elementor elementor-9758\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">ZDARMA p\u0159\u00edstup k NEVE\u0158EJN\u00c9 p\u0159\u00edpadovce Facebook a Instagram reklamy, kter\u00e1 za ka\u017edou investovanou 1 K\u010d do reklamy p\u0159inesla 10 K\u010d a v\u00edce (ROAS 10+, PNO pod 10 %) - 10x N\u00c1VRATNOST za posledn\u00ed rok<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_case_study\" name=\"blog form venda case study\" aria-label=\"blog form venda case study\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9758\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Kdy\u017e se vr\u00e1t\u00edme k analogii se stolem, <strong>p\u0159idat na reklam\u011b znamen\u00e1 podlo\u017eit nohu s n\u00e1pisem \u201ePropagace\u201c<\/strong>. Jen\u017ee, co kdy\u017e byla krat\u0161\u00ed n\u011bjak\u00e1 jin\u00e1? N\u00e1\u0161 st\u016fl pln\u00ed svoji funkci je\u0161t\u011b h\u016f\u0159 ne\u017e p\u0159edt\u00edm. Krom\u011b jedn\u00e9 krat\u0161\u00ed nohy m\u00e1 te\u010f je\u0161t\u011b jednu del\u0161\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak\u00e9 mo\u017en\u00e1 d\u011bl\u00e1te chyby?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Produkt <strong>nem\u00e1 jasn\u00fd u\u017eitek<\/strong> nebo <strong>neodpov\u00edd\u00e1 po\u017eadavk\u016fm c\u00edlov\u00e9 skupiny<\/strong>, propagace se m\u00edj\u00ed \u00fa\u010dinkem a vy vyhazujete pen\u00edze z okna.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>P\u0159\u00edli\u0161 n\u00edzko<\/strong> nebo naopak <strong>vysoko nastavenou cenu<\/strong> signalizuje <strong>vysok\u00e1 n\u00e1v\u0161t\u011bvnost a n\u00edzk\u00e1 konverze<\/strong>. Z webu lid\u00e9 nej\u010dast\u011bji odch\u00e1zej\u00ed z cen\u00edku nebo ze str\u00e1nky, kde je uveden\u00e1 cena produktu. V kamenn\u00e9 prodejn\u011b se zeptaj\u00ed na cenu a <strong>zdvo\u0159ile se rozlou\u010d\u00ed<\/strong>. Do telefonu nej\u010dast\u011bji sly\u0161\u00edte (po chvilce napjat\u00e9ho ticha) \u201eTak j\u00e1 si to je\u0161t\u011b rozmysl\u00edm.\u201c&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.cernovsky.cz\/wp-content\/uploads\/2021\/08\/Cernovsky_marketingovy_mix_chyba-1160x784-1.jpg\" alt=\"Marketingov\u00fd mix je \u010dasto pova\u017eov\u00e1n za pouhou teorii. \u0158\u00edk\u00e1 se, \u017ee praxe je kl\u00ed\u010dov\u00e1. Ano, kvituji, nicm\u00e9n\u011b i teorie dlouhodob\u00e9 v\u00fdzkumy ukazuj\u00ed, \u017ee dob\u0159e proveden\u00fd marketingov\u00fd mix se 4P je skv\u011bl\u00e9 pro zp\u011btnou vazbu na to, co d\u011bl\u00e1me, nebo teprve chceme ve firm\u011b d\u011blat. Pokud bude d\u00e1vat smysl na pap\u00ed\u0159e, pot\u00e9 poj\u010fme do ter\u00e9nu.\" class=\"wp-image-2190\"\/><figcaption class=\"wp-element-caption\">Poslouchejte sv\u00e9 z\u00e1kazn\u00edky, \u010dt\u011bte v datech, kter\u00fd v\u00e1m v\u00e1\u0161 e-shop \/ web p\u0159in\u00e1\u0161\u00ed, analyzujete marketingov\u00e9 kampan\u011b a vyvozujte z\u00e1v\u011bry -&gt; pot\u00e9 testujte hypot\u00e9zy<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Chyby<\/strong> v distribuci mohou b\u00fdt r\u016fzn\u00e9. <strong>Nem\u00e1te produkt skladem<\/strong>. S\u00eddl\u00edte daleko nebo v zastr\u010den\u00e9 uli\u010dce. V\u00e1\u0161 <a href=\"https:\/\/www.cernovsky.cz\/weby-e-shopy\/zarovnani-textu-webove-stranky-eshopu\/\">e-shop je <strong>nep\u0159ehledn\u00fd<\/strong><\/a> nebo se ned\u00e1 <strong>ovl\u00e1dat z mobilu<\/strong>. V\u011bc, kterou by si z\u00e1kazn\u00edk r\u00e1d koupil p\u0159es internet, mu nab\u00edz\u00edte jen prost\u0159ednictv\u00edm \u201ekosmetick\u00fdch poradc\u016f\u201c. <strong>Ve v\u0161ech p\u0159\u00edpadech v\u00e1m reklama jen zv\u011bt\u0161\u00ed po\u010det na\u0161tvan\u00fdch z\u00e1kazn\u00edk\u016f<\/strong>, kte\u0159\u00ed by r\u00e1di nakupovali, ale nemaj\u00ed tu mo\u017enost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Marketingov\u00fd mix a vy\u0159e\u0161en\u00ed segmentace, zac\u00edlen\u00ed a um\u00edst\u011bn\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ne\u017e se pust\u00edte do \u0159e\u0161en\u00ed marketingov\u00e9ho mixu, je nutn\u00e9, abyste m\u011bli vy\u0159e\u0161enou <strong>segmentaci<\/strong>, <strong>zac\u00edlen\u00ed<\/strong> a <strong>um\u00edst\u011bn\u00ed<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Segmentac\u00ed<\/strong> se rozum\u00ed <strong>roz\u010dlen\u011bn\u00ed z\u00e1kazn\u00edk\u016f podle krit\u00e9ri\u00ed<\/strong> (v\u011bku, pohlav\u00ed, region\u016f, z\u00e1jm\u016f, \u2026) do podobn\u00fdch skupin. Pot\u00e9 se stanov\u00ed <strong>jejich velikost<\/strong> a <strong>vytvo\u0159\u00ed profily<\/strong>. N\u00e1sledn\u011b se <strong>vyberou nejlep\u0161\u00ed mo\u017en\u00e9 segmenty<\/strong>, kter\u00fdm je firma schopna se <strong>dlouhodob\u011b v\u011bnovat<\/strong> a dosahovat <strong>dostate\u010dn\u00e9ho zisku<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se segmentac\u00ed \u00fazce souvis\u00ed i <strong>zac\u00edlen\u00ed<\/strong> (<strong>targeting<\/strong>). Jde o soust\u0159ed\u011bn\u00ed se na nejvhodn\u011bj\u0161\u00ed trhy. Zahrnuje <strong>progn\u00f3zu<\/strong> v\u00fdvoje po\u010dtu z\u00e1kazn\u00edk\u016f, jejich <strong>finan\u010dn\u00ed mo\u017enosti<\/strong>, <strong>substituty<\/strong>, hrozbu konkurent\u016f, apod. Je nepostradatelnou sou\u010d\u00e1st\u00ed <a href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">marketingov\u00e9 strategie<\/a>. D\u016fle\u017eit\u00e9 je rozli\u0161ovat <a href=\"https:\/\/www.cernovsky.cz\/marketing\/b2c-b2b-marketing-chyby-rozdily\/\">rozd\u00edly mezi B2C a B2B marketingem<\/a>. <\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"9794\" class=\"elementor elementor-9794\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-ccdfb63 e-ecs-flex e-flex e-con-boxed e-con e-parent\" data-id=\"ccdfb63\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;ecs_container_type&quot;:&quot;flex&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-32df1a7 form-title elementor-widget elementor-widget-heading\" data-id=\"32df1a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">TIP na ebook ZDARMA: Bu\u010fte \u00daSP\u011a\u0160N\u00cd na soci\u00e1ln\u00edch s\u00edt\u00edch s 21 nejv\u00edc TRENDY t\u00e9maty pro TVORBU vide\u00ed a p\u0159\u00edsp\u011bvk\u016f na Instagram, TikTok, YouTube, Threads, LinkedIn, X a Facebook\n(PDF)<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38ba6ab posts-form elementor-button-align-stretch elementor-widget elementor-widget-form\" data-id=\"38ba6ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;step_next_label&quot;:&quot;Next&quot;,&quot;step_previous_label&quot;:&quot;Previous&quot;,&quot;button_width&quot;:&quot;100&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" id=\"form_ebook_21_video_ideas\" name=\"blog form 21 temat na videa a prispevky\" aria-label=\"blog form 21 temat na videa a prispevky\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"9794\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"38ba6ab\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"\" \/>\n\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label elementor-screen-only\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"v\u00e1\u0161 nejlep\u0161\u00ed e-mail\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">CHCI P\u0158\u00cdSTUP IHNED A ZADARMO<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Um\u00edst\u011bn\u00ed<\/strong> (<strong>positioning<\/strong>) znamen\u00e1 <strong>vytv\u00e1\u0159en\u00ed n\u00e1zor\u016f<\/strong> a <strong>postoj\u016f<\/strong> kupuj\u00edc\u00edch na zna\u010dku. C\u00edlem je vyvolat v nich \u017e\u00e1douc\u00ed <strong>psychick\u00e9 procesy<\/strong>. Sd\u011blit jim, jak\u00e9 hodnoty zast\u00e1v\u00e1te, aby se mohli se zna\u010dkou ztoto\u017enit a cht\u011bli va\u0161e produkty \u010di slu\u017eby nakupovat. Umis\u0165ov\u00e1n\u00edm byste m\u011bli potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm jasn\u011b \u0159\u00edci, <strong>pro\u010d by si m\u011bli vybrat pr\u00e1v\u011b v\u00e1s<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nedostate\u010dn\u00e1 dynamika marketingov\u00e9ho mixu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed \u010dastou chybou je <strong>nedostate\u010dn\u00e1 dynamika<\/strong> a <strong>pr\u00e1ce s marketingov\u00fdm mixem<\/strong>. N\u011bkte\u0159\u00ed market\u00e9\u0159i i podnikatel\u00e9 ho pova\u017euj\u00ed za <strong>statickou pom\u016fcku<\/strong>, ale v tom se m\u00fdl\u00ed. Abyste si vytvo\u0159ili spr\u00e1vn\u00fd model, budete pot\u0159ebovat zn\u00e1t <strong>perfektn\u011b va\u0161i firmu<\/strong> a uplatnit <strong>kreativn\u00ed<\/strong> a <strong>inovativn\u00ed<\/strong> <strong>my\u0161len\u00ed<\/strong>, na jeho\u017e z\u00e1klad\u011b vzniknou modely podobn\u00e9 n\u00e1sleduj\u00edc\u00edm:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>5P, kter\u00fd krom\u011b produktu, ceny, m\u00edsta a propagace zahrnuje i <strong>zam\u011bstnance<\/strong> (<strong>people<\/strong>).<\/li>\n\n\n\n<li>7P, kter\u00fd obsahuje je\u0161t\u011b <strong>procesy<\/strong> (<strong>process<\/strong>) a <strong>materi\u00e1ln\u00ed prost\u0159ed\u00ed<\/strong> (<strong>physical environment<\/strong>).<\/li>\n\n\n\n<li>8P, do n\u011bho\u017e se p\u0159id\u00e1v\u00e1 i <strong>produktivita<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pro sestaven\u00ed spr\u00e1vn\u00e9ho modelu marketingov\u00e9ho mixu byste m\u011bli p\u0159ihl\u00ed\u017eet na to, zda se <strong>v\u011bnujete<\/strong> <strong>v\u00fdrob\u011b<\/strong> \u010di <strong>prodeji v\u00fdrobk\u016f<\/strong> nebo <strong>poskytujete slu\u017eby<\/strong>. M\u016f\u017eete pou\u017e\u00edt ji\u017e vytvo\u0159en\u00e9 modely, nicm\u00e9n\u011b je lep\u0161\u00ed v\u017edy sestavit vlastn\u00ed, u\u0161it\u00fd na m\u00edru va\u0161\u00ed spole\u010dnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Marketingov\u00fd mix<\/strong> je ned\u00edlnou sou\u010d\u00e1st\u00ed komplexn\u00edho <a href=\"https:\/\/www.cernovsky.cz\/kategorie\/marketing\/\">marketingov\u00e9ho pl\u00e1nu<\/a>. P\u0159i jeho realizaci m\u016f\u017eete vych\u00e1zet z&nbsp;ji\u017e vytvo\u0159en\u00fdch a funk\u010dn\u00edch model\u016f, av\u0161ak je d\u016fle\u017eit\u00e9 si v\u0161e <strong>upravit na m\u00edru va\u0161em pot\u0159eb\u00e1m<\/strong>, <strong>slu\u017eb\u00e1m<\/strong> \u010di <strong>produkt\u016fm<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Denn\u011b sd\u00edl\u00edm hodnotn\u00e9 tipy na sv\u016fj <a href=\"https:\/\/www.linkedin.com\/in\/cernovsky\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> profil. Na <a href=\"https:\/\/www.instagram.com\/cernovskycz\/\" target=\"_blank\" rel=\"noopener\">Instagramu<\/a> najdete i st\u0159\u00edpky z m\u00e9ho osobn\u00edho \u017eivota, tak kdyby se v\u00e1m st\u00fdskalo, m\u016f\u017eete mrknout i tam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bjte se marketingov\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jo a pokud nev\u00edte, kdo jsem, v\u00edce se dozv\u00edte na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/muj-pribeh\/\">M\u016fj p\u0159\u00edb\u011bh<\/a>, m\u00e9 hodnoty naleznete na str\u00e1nce <a href=\"https:\/\/www.cernovsky.cz\/me-hodnoty\/\">M\u00e9 hodnoty<\/a> a m\u00e9 slu\u017eby najdete <a href=\"https:\/\/www.cernovsky.cz\/sluzby\/\">zde<\/a>. Tak zase n\u011bkdy p\u0159\u00ed\u0161t\u011b!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zdroje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.correcttechno.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.correcttechno.com\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.cevelova.cz\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.cevelova.cz\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/robertnemec.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/robertnemec.com\/<\/a>&nbsp;<a href=\"https:\/\/pixabay.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/pixabay.com\/<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00fd mix, pro n\u011bkter\u00e9 denn\u00ed chl\u00e9b jejich podnik\u00e1n\u00ed pro jin\u00e9 nezn\u00e1m\u00fd a nic ne\u0159\u00edkaj\u00edc\u00ed pojem. Poj\u010fme se spole\u010dn\u011b pod\u00edvat na celkovou problematiku marketingov\u00e9ho mixu a jak ho m\u016f\u017eete ve sv\u00e9m podnik\u00e1n\u00ed vyu\u017e\u00edt. Co marketingov\u00fd mix vlastn\u011b znamen\u00e1? Marketingov\u00fd mix je soubor taktick\u00fdch n\u00e1stroj\u016f \u2013 v\u00fdrobkov\u00e9, cenov\u00e9, distribu\u010dn\u00ed a komunika\u010dn\u00ed politiky, kter\u00e9 firm\u011b umo\u017e\u0148uj\u00ed upravit nab\u00eddku [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5637,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rank_math_focus_keyword":"marketingov\u00fd mix","footnotes":""},"categories":[9],"tags":[37,7],"class_list":["post-2184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-reklama"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2184","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/comments?post=2184"}],"version-history":[{"count":3,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2184\/revisions"}],"predecessor-version":[{"id":9830,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/posts\/2184\/revisions\/9830"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media\/5637"}],"wp:attachment":[{"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/media?parent=2184"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/categories?post=2184"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cernovsky.cz\/en\/wp-json\/wp\/v2\/tags?post=2184"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}